CORPORATE MISSION & VISION A

STUDY

GROUP NAME G7

MISSION & VISION

"Vision without action is a daydream. Action without vision is a nightmare." a

Japanese proverb.
A Vision statement is the highest order of goals that takes the organization to
the tipping point. It is an idealistic projection of where the organization wishes to
see itself in the long-term. A vision statement serves as a catalyst. It plays a pivotal
role for the success of any organization. It should be clear, crisp, simple and
straight and above all jargon free. It must energize employees to contribute their
best. They must be able to take pride and be proud of the organization.
Mission statement reflects the way in which the organizations Vision can be
transformed into a tangible existence for the entity. Practically speaking, a
Mission statement of an organization speaks in terms of WHO we are?, WHAT
we want to create? and WHY we want to exist? It sets out the roadmap for the
organization to reach its goal and objective. It spells out how the organization
plans to accomplish its Vision.

ASSIGNMENT OBJECTIVE

The groups task was to collate and qualitatively evaluate the Vision and
Mission statements of a few major corporate entities in a selected sector of
Indias economy.

METHODOLOGY

For the given assignment, our group had focused upon the 4 th largest contributor
to the Indian economy viz. the FMCG (Fast Moving Consumer Goods) sector.
The FMCG sector has an annual revenue generation of 13.1 billion USD in FY
2011-12. In this category, we selected four of the major players (1) Coca Cola
(India), (2) PepsiCo (India), (3) ITC Limited & (4) Hindustan Unilever Limited.

For understanding the quality of the mission & vision statements of these
organizations, we based our evaluation on the following parameters: -

METHODOLOGY (CONTINUED)
(A) Parameters for qualitative evaluation of the corporate Vision
statements: 1) WHETHER IT IS 'POWERFUL'?
2) WHETHER IT IS 'PURPOSEFUL'?
3) WHETHER IT IS 'SELF-DETERMINING'?
4) WHETHER IT IS 'CONCRETE'?
5) WHETHER IT IS 'MULTI-FACED'?
6) WHETHER IT IS 'EMOTIONAL'?

METHODOLOGY (CONTINUED)
(B) Parameters for qualitative evaluation of corporate Mission statements: 1) WHETHER IT REFLECTS ON EXISTENTIAL PLANE THE VISION
OF THE ORGANIZATION ?
2) WHETHER IT INCORPORATES THE CORE CORPORATE VALUES?
3) WHETHER IT IS FEASIBLE, UNDERSTANDABLE & CONCISE?
4) WHETHER IT GENEROUSLY STATES THE ORGANIZATION'S
GOALS?
5) WHETHER IT HAS A SEMANTIC IMPACT ON ALL
STAKEHOLDERS?
6) WHETHER IT HAS A GOOD LITERARY FORMULATION?

METHODOLOGY (CONTINUED)
The group critically analyzed each parameter against the collated Vision
and Mission statements for each sample organization and then scored the
same as per the following key : -

- Excellent adherence by the sample to the given parameter.

- Average adherence by the sample to the given parameter.
- Poor adherence by the sample to the given parameter.

INDUSTRY FMCG

COCA COLA (INDIA), PEPSICO (INDIA),

ITC LIMITED & HINDUSTAN UNILEVER LIMITED.

COCA COLA (INDIA)

Coca Cola (India) is a USD 1.09 billion MNC corporate which restarted
business in India from 1993. It has a mix of its international brands like
Minute Maid as well the brands it had acquired from Parle like Thums Up
(which as a matter of fact enjoys a share of 40% in the Indian CSD
market), Limca etc.

VISION & MISSION

Our Vision: Our vision serves as the framework for our Road map and guides every aspect
of our business by describing what we need to accomplish in order to continue
achieving sustainable, quality growth.
People: Be a great place to work where people are inspired to be the best they
can be.
Portfolio: Bring to the world a portfolio of quality beverage brands that
anticipate and satisfy peoples desires and needs.
Partners: Nurture a winning network of customers and suppliers, together we
create mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by helping build and
support sustainable communities.
Profit: Maximize long-term return to share owners while being mindful of our
overall responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.

VISION & MISSION

Our Mission: Our Road map starts with our mission, which is enduring. It declares our
purpose as a Company and serves as the standard against which we weigh our
actions and decisions.

To refresh the world...

To inspire moments of optimism and happiness...
To create value and make a difference.

EVALUATION SCORE-CARD
EVALUATION OF "VISION" STATEMENTS OF SAMPLE ORGANIZATIONS
S.NO. ANALYSING THE CHARACTERISTICS OF QUALITY VISION STATEMENTS
1
2
3
4
5
6

COCA COLA INDIA

WHETHER IT IS 'POWERFUL'?
WHETHER IT IS 'PURPOSEFUL'?
WHETHER IT IS 'SELF-DETERMINING'?
WHETHER IT IS 'CONCRETE'?
WHETHER IT IS 'MULTI-FACED'?
WHETHER IT IS 'EMOTIONAL'?

EVALUATION OF "MISSION" STATEMENTS OF SAMPLE ORGANIZATIONS

S.NO. ANALYSING THE CHARACTERISTICS OF QUALITY MISSION STATEMENTS COCA COLA INDIA
1
2
3
4
5
6

WHETHER IT REFLECTS ON EXISTENTIAL PLANE THE VISION OF THE ORGANIZATION ?

WHETHER IT INCORPORATES THE CORE CORPORATE VALUES?
WHETHER IT IS FEASIBLE, UNDERSTANDABLE & CONCISE?
WHETHER IT GENEROUSLY STATES THE ORGANIZATION'S GOALS?
WHETHER IT HAS A SEMANTIC IMPACT ON ALL STAKEHOLDERS?
WHETHER IT HAS A GOOD LITERARY FORMULATION?

PEPSICO (INDIA)

PepsiCo (India) is 2nd largest CSD MNC entity having a turnover of USD 743
million currently. PepsiCo entered the Indian market as early as 1989 as Lehar
Pepsi and as Pepsi from 1991. Currently it has brands mostly from its
international portfolio like Pepsi, Mountain Dew, 7 UP and also some
indigenous brands like Nimbooz, Slice etc. It has been gradually diversifying
from core CSD segment into snacks with the Frito Lays and Kurkure range
of munchies and healthy foods like Gatorade, Quaker Oats etc.

VISION & MISSION

Our Vision: PepsiCo's responsibility is to continually improve all aspects of the world in
which we operate environmental, social, economic creating a better
tomorrow than today.
Our vision is put into action through programmes and a focus on
environmental stewardship, activities to benefit society and a commitment to
build shareholder value by making PepsiCo a truly sustainable company.
Our Mission: Our mission is to be the world's premier consumer products company focused
on convenient foods and beverages. We seek to produce financial rewards to
investors even as we provide opportunities for growth and enrichment to our
employees, our business partners and the communities in which we operate.
And in everything we do, we strive for honesty, fairness and integrity.

EVALUATION SCORE-CARD
EVALUATION OF "VISION" STATEMENTS OF SAMPLE ORGANIZATIONS
S.NO. ANALYSING THE CHARACTERISTICS OF QUALITY VISION STATEMENTS
1
2
3
4
5
6

PEPSICO INDIA

WHETHER IT IS 'POWERFUL'?
WHETHER IT IS 'PURPOSEFUL'?
WHETHER IT IS 'SELF-DETERMINING'?
WHETHER IT IS 'CONCRETE'?
WHETHER IT IS 'MULTI-FACED'?
WHETHER IT IS 'EMOTIONAL'?

EVALUATION OF "MISSION" STATEMENTS OF SAMPLE ORGANIZATIONS

S.NO. ANALYSING THE CHARACTERISTICS OF QUALITY MISSION STATEMENTS PEPSICO INDIA
1
2
3
4
5
6

WHETHER IT REFLECTS ON EXISTENTIAL PLANE THE VISION OF THE ORGANIZATION ?

WHETHER IT INCORPORATES THE CORE CORPORATE VALUES?
WHETHER IT IS FEASIBLE, UNDERSTANDABLE & CONCISE?
WHETHER IT GENEROUSLY STATES THE ORGANIZATION'S GOALS?
WHETHER IT HAS A SEMANTIC IMPACT ON ALL STAKEHOLDERS?
WHETHER IT HAS A GOOD LITERARY FORMULATION?

ITC LIMITED

ITC Limited is a Indian business powerhouse having interests in Tobacco

products, Personal Care, Packaged Foods and Confectionery besides subsidiaries
dealing with Hotel, Paper & other segments. The non-tobacco FMCG segment of
ITC is in a nascent stage but has already established itself with strong brand
presence like Fiama, Vivel, Sunfeast etc.& is currently contributing USD 370
million turnover to the group kitty.

VISION & MISSION

Our Vision: Sustain ITC's position as one of India's most valuable corporations through
world class performance, creating growing value for the Indian economy and
the Companys stakeholders.
Our Mission: To enhance the wealth generating capability of the enterprise in a globalizing
environment, delivering superior and sustainable stakeholder value.

EVALUATION SCORE-CARD
EVALUATION OF "VISION" STATEMENTS OF SAMPLE ORGANIZATIONS
S.NO. ANALYSING THE CHARACTERISTICS OF QUALITY VISION STATEMENTS
1
2
3
4
5
6

ITC LTD.

WHETHER IT IS 'POWERFUL'?
WHETHER IT IS 'PURPOSEFUL'?
WHETHER IT IS 'SELF-DETERMINING'?
WHETHER IT IS 'CONCRETE'?
WHETHER IT IS 'MULTI-FACED'?
WHETHER IT IS 'EMOTIONAL'?

EVALUATION OF "MISSION" STATEMENTS OF SAMPLE ORGANIZATIONS

S.NO. ANALYSING THE CHARACTERISTICS OF QUALITY MISSION STATEMENTS ITC LTD.
1
2
3
4
5
6

WHETHER IT REFLECTS ON EXISTENTIAL PLANE THE VISION OF THE ORGANIZATION ?

WHETHER IT INCORPORATES THE CORE CORPORATE VALUES?
WHETHER IT IS FEASIBLE, UNDERSTANDABLE & CONCISE?
WHETHER IT GENEROUSLY STATES THE ORGANIZATION'S GOALS?
WHETHER IT HAS A SEMANTIC IMPACT ON ALL STAKEHOLDERS?
WHETHER IT HAS A GOOD LITERARY FORMULATION?

HINDUSTAN UNILEVER LTD.

Hindustan Unilever Limited (the Indian avatar of Unilever the 2nd largest
FMCG corporate worldwide) is a behemoth having a current turnover of nearly
USD 3.7 billion. HUL (as it is better known as) has nearly 16 brands amongst
the top 100 FMCG brands in India like Dove, Surf, Wheel, Lux, Lifebuoy,
Kissan, Lipton, Walls etc. It has a rich tradition of multi-faceted CSR activities
and is considered to be amongst the pioneers of many merchandising and
marketing initiatives in the Indian market.

VISION & MISSION

Our Vision: Unilever products touch the lives of over 2 billion people every day whether
that's through feeling great because they've got shiny hair and a brilliant smile,
keeping their homes fresh and clean, or by enjoying a great cup of tea,
satisfying meal or healthy snack.
Clear Direction: The four pillars of our vision set out the long term direction for the company
where we want to go and how we are going to get there:
We work to create a better future every day
We help people feel good, look good and get more out of life with brands and
services that are good for them and good for others.
We will inspire people to take small everyday actions that can add up to a big
difference for the world.

VISION & MISSION (CONTINUED)

We will develop new ways of doing business with the aim of doubling the size
of our company while reducing our environmental impact.
We've always believed in the power of our brands to improve the quality of
peoples lives and in doing the right thing. As our business grows, so do our
responsibilities. We recognize that global challenges such as climate change
concern us all. Considering the wider impact of our actions is embedded in our
values and is a fundamental part of who we are.
Our Mission: Unilever's mission is to add Vitality to life. We meet everyday needs for
nutrition, hygiene, and personal care with brands that help people feel good,
look good and get more out of life.

EVALUATION SCORE-CARD
EVALUATION OF "VISION" STATEMENTS OF SAMPLE ORGANIZATIONS
S.NO. ANALYSING THE CHARACTERISTICS OF QUALITY VISION STATEMENTS
1
2
3
4
5
6

HUL

WHETHER IT IS 'POWERFUL'?
WHETHER IT IS 'PURPOSEFUL'?
WHETHER IT IS 'SELF-DETERMINING'?
WHETHER IT IS 'CONCRETE'?
WHETHER IT IS 'MULTI-FACED'?
WHETHER IT IS 'EMOTIONAL'?

EVALUATION OF "MISSION" STATEMENTS OF SAMPLE ORGANIZATIONS

S.NO. ANALYSING THE CHARACTERISTICS OF QUALITY MISSION STATEMENTS HUL
1
2
3
4
5
6

WHETHER IT REFLECTS ON EXISTENTIAL PLANE THE VISION OF THE ORGANIZATION ?

WHETHER IT INCORPORATES THE CORE CORPORATE VALUES?
WHETHER IT IS FEASIBLE, UNDERSTANDABLE & CONCISE?
WHETHER IT GENEROUSLY STATES THE ORGANIZATION'S GOALS?
WHETHER IT HAS A SEMANTIC IMPACT ON ALL STAKEHOLDERS?
WHETHER IT HAS A GOOD LITERARY FORMULATION?

CONCLUSION

Irrespective of the organization and the degree of quality approach, few

common denominators can be observed to have been incorporated in their
Vision & Mission statements. These reflect their common concern to
achieve a sustainable and inclusive growth. We can deduce their genuine
inclination to address to the fundamental intrinsic as well as extrinsic needs of
all the stake-holders employees, investors, consumers and society at large.
Their Vision and Mission goals suggest that these corporate entities have
evolved from their sheer profit-mindedness of the past into members of a
global family of responsible economic value-builders.

REFERENCE & BIBLIOGRAPHY

Corporate Websites: (1) www.coca-colaindia.com (2) www.pepsiindia.co.in (3) www.itcportal.com
(4) www.hul.co.in

VISION, MISSION AND CORPORATE VALUES - A COMPARATIVE

ANALYSIS OF THE TOP 50 U.S. COMPANIES (By Constantin BRTIANU,
Georgiana Victoria BLNESCU, Academy of Economic Studies, Bucharest,
2008)
Web article WHERE KNOWLEDGE IS WEALTH (By Prof.M.S. Rao, MSR
Leadership Consultants, February 2010)

THANK YOU
Members:
(1) Tauseef Islam (2) Saptashwa Das,
(3) Rajesh Kishore Roy (4) Kamal Das
(5) Indranil (6) Avijit Chowdhury
(7) Nilashish Ghosh Dastidar